Zell Lurie Institute Launch & Learn: Constructing Your Go-To-Market Strategy

The success of a new product depends to a great extent on its go-to-market plan. Despite having great potential, a lot of new ventures fail because they took the wrong approach when launching their products. In this session, we will use a structured approach to thinking about the various hurdles that firms are likely to face in gaining market acceptance for new products. The idea is that by identifying the hurdles that are likely to be salient for a  given product, we can craft the appropriate go-to-market plan. Facilitated by S. Sriram, Professor of Marketing. Please RSVP: innovationseries@umich.edu.